July Right Now Report
The Right Now Report gives you the high-level updates you need without the unnecessary clutter. In the July Right Now Report, we’re sharing updates on how generations are searching for info online, the importance of reviewing your data and a type of content you might want to try on Instagram.
The internet has always been a place to learn new things and discover products and businesses, but how we search continues to evolve. Social media platforms are becoming the go-to place for Gen Z to start their search. A new study from Forbes Advisor and Talker Research has shown that Gen Z turns to Google 25% less than Gen X when searching online.
Here are some key takeaways from the study:
- 24% of people said they primarily use social media for online searches.
- 33% of people exclusively use their cell phones to access the internet.
- Gen Z prefers using TikTok over Google for searching a variety of topics.
- While 84% of the population still uses search engines for brand name searches, there is a 30% decline in this behavior between Baby Boomers (94%) and Generation Z (64%) in 2024.
Staying relevant requires businesses and marketers to recognize these shifts and align their marketing strategies with how different demographics access information. This might mean creating engaging content tailored to platforms like TikTok for younger audiences and optimizing SEO for Generation X on Google. Whatever it means for your business, it’s important to stay open to creating more dynamic and relevant content.
Read more about the study here.
The year is halfway done – What are the numbers telling you?
With Q2 in the rearview mirror, now is the perfect time to review your data and update your spreadsheets. Analyzing data mid-year is critical for identifying areas of improvement and ensuring your marketing goals remain aligned.
Business objectives can sometimes shift throughout the year, so it’s important to compare your marketing goals with overall business goals. Take the time to review your revenue goals and see how you’re performing against them. You can identify campaigns or marketing tactics that are underperforming while also pinpointing areas that are exceeding expectations and uncovering emerging trends to explore.
Don’t let the second half of the year pass you by without taking the opportunity to dive into your data. We occasionally host webinars that offer tips on how to align your business and marketing goals. Sign up for the Right Now Report mailing list to stay in the know.
What the Instagram algorithm Is really looking For 
While Instagram might have started as a photo-sharing app, the days of posting a single photo and getting record-setting likes and comments are gone. But, that doesn’t mean that every post has to be a video. Carousels continue to perform quite well on Instagram. According to Hootsuite, carousels have the highest average engagement rate of all types of Instagram posts (0.62%).
Part of this high performance is because interactions with content lead to more exposure to both existing and potential audiences on Instagram. When it comes to carousel posts, swiping counts as engagement. Even if an Instagram user doesn’t take any further action, the carousel has increased engagement because of that swipe.
Plus, carousels offer more than one opportunity for people to engage. If you scroll past a carousel, you might later be shown the second photo in that carousel. Even for folks quickly scrolling, you might have a chance at getting more traction.
Part of this high performance is because interactions with content lead to more exposure to both existing and potential audiences on Instagram. When it comes to carousel posts, swiping counts as engagement. Even if an Instagram user doesn’t take any further action, the carousel has increased engagement because of that swipe.
Plus, carousels offer more than one opportunity for people to engage. If you scroll past a carousel, you might later be shown the second photo in that carousel. Even for folks quickly scrolling, you might have a chance at getting more traction.
We don’t recommend only posting a single type of content unless you have ample evidence to back up the strategy from your own data. However, if you haven’t been incorporating carousels now might be a good time to try them out.
Here are some additional algorithm details to remember, even if carousels are performing well now:
- While engagement is important, the algorithm considers a wider picture.
- User interest, information on the post (like captions, keywords and hashtags) and how recently it was posted all influence ranking.
- The algorithm isn’t one-size-fits-all. Each section of Instagram (Feed, Explore, Reels) has its system for prioritizing content.
Instagram chief Adam Mosseri recently shared in an interview that Instagram is adapting to emphasize private interactions, using the “sends per reach” metric for content distribution, and employing AI to suggest diverse content, prioritizing private circle interactions for a better user experience.
The algorithm is constantly changing, so keeping up with current best practices can help you create content that performs well, whether that content is a carousel or anything else.
If you have any questions about these topics or would like support in implementing these trends in your own marketing strategy, we’re here to help. We’re committed to helping you navigate the ever-changing landscape of digital marketing with ease.
We’d love to hear from you! Reach out to us today to explore how working with Right Relations can help you stay ahead of the curve and bring joy back to your marketing efforts.